What is it about?

This study explores why online pharmacies are not widely adopted in emerging economies like India, despite the widespread use of digital technology in other consumer sectors. The focus is on understanding how consumers' concerns about risks associated with online pharmacies affect their willingness to buy medicines online. The research also investigates whether the perceived benefits of using online pharmacies play a role in mediating the relationship between different aspects of perceived risk and the intention to make a purchase.

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This page is a summary of: Emerging market dynamics: risk perceptions, perceived usefulness and E-pharmacy adoption, International Journal of Pharmaceutical and Healthcare Marketing, September 2024, Emerald,
DOI: 10.1108/ijphm-11-2023-0101.
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